The complex world of Marketing & IT

In recent years, we’ve seen an explosion of web platforms. Over just a few years, new tools have sprung up, stable platforms have transformed their offerings, and large firms have gobbled up innovative startups. It’s enough to make your head spin.

To add to this constantly changing landscape, the businesses buying these tools have two departments vying to take the lead: Marketing and Technology (IT). Marketing teams have specific objectives they’re looking to meet, while Technology teams need to assure that the solutions are stable and scalable.

Both of these teams are necessary and their goals are essential to success. But oftentimes they haven’t perfected the relationship to allow the Marketing/IT partnership to deliver real results.

At Cimarron Winter, we believe both teams are necessary and vital at every step of the project. Along the way, we’ve found three vital elements for any web project:

• Clear business goals – knowing what the project is meant to deliver for the organization. This is, quite simply, the first key to success.
• Project governance and role definition – assuring that each team member understands the goal and contributes their valuable skills, without stepping on each other’s toes.
• Cross-functional leadership – keeping everyone engaged, aligned, and focused, from beginning to end.

With these three puzzle pieces in place, we’ve found that the turf wars and dysfunction between Marketing and IT can give away to a partnership that allows successful web projects… Projects where these teams recognize each other’s value and share in the victory.